The hair care aisle is being primed for a slew of new items, hitting mass stores in the first half of next year. The estimated $5 billion category, which is holding its own despite the economy, with flat sales in the styling segment and a 1 percent increase in shampoo and conditioner sales, is set to receive products that target everything from layers to waves to consumers seeking fuller hair. Some highlights include a sulfate-free range from L’Oréal Paris, one that might help the brand get a foothold on the category, as well as an entire line that addresses layers, complete with a snappy tag line that might inspire women holding onto their purse strings to try something new.

Defining characteristics: A total of 11 items targeting three hair types. Formulas are sulfate-free, specifically made for color-treated hair. Shampoos and conditioners use an Anti-Fade System containing naturally derived surfactants to clean hair.

Claim to fame: EverPure will help keep color vibrant for up to 32 washes.

Defining characteristics: Shagg was inspired by the popularity of Shagg Spray, a styling item in Hershberger’s Supreme Head line, which launched last year. Shagg by Sally Hershberger is the first product line (shampoo, conditioner and styling products) that caters to layered hair.

Claim to fame: The tag line “What good are layers if all they do is lay there?” combined with formulas that contain rare polymers for lightweight styling.Standout item: Outside of Shagg Spray, there’s Shagg Rocks Liquid Gel, which uses modified wheat protein to moisturize and hold hair in place.

Availability and price: Shagg has a six-month exclusive in Walgreens beginning in February. Products will sell for between $9.50 and $12.50.

Nexxus Dualiste

Defining characteristics: A hair care and styling range formulated to protect colored hair and also address another need, such as volume or strength. Claim to fame: Within items such as the conditioner, two chambers have been fused together to deliver two formulas at one time. “The key is that each of the sides in its own right are great formulas, but women don’t have to give up one benefit to get another,” said Rob Keen, director of marketing for Nexxus U.S. at Alberto-Culver Co. Availability and price: Available in January at mass outlets. Products will sell for between $11.99 and $15.70.

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